Network Overlap and Content Sharing on Social Media Platforms Jing Peng1, Ashish Agarwal2, Kartik Hosanagar3, Raghuram Iyengar3 1School of Business, University of Connecticut 2McCombs School of Business, University of Texas at Austin 3The Wharton School, University of Pennsylvania
[email protected] [email protected] {kartikh, riyengar}@wharton.upenn.edu February 15, 2017 Acknowledgments. We benefited from feedback from session participants at 2013 Symposium on Statistical Challenges in eCommerce Research, 2014 International Conference on Information Systems, 2015 Workshop on Information in Networks, 2015 INFORMS Annual Meeting, and 2015 Workshop on Information Systems and Economics. The authors would like to thank Professors Christophe Van den Bulte, Paul Shaman, and Dylan Small for helpful discussions. This project was made possible by financial support extended to the first author through Mack Institute Research Fellowship, President Gutmann's Leadership Award, and Baker Retailing Center PhD Research Grant. 1 Network Overlap and Content Sharing on Social Media Platforms ABSTRACT We study the impact of network overlap – the overlap in network connections between two users – on content sharing in directed social media platforms. We propose a hazards model that flexibly captures the impact of three different measures of network overlap (i.e., common followees, common followers and common mutual followers) on content sharing. Our results indicate a receiver is more likely to share content from a sender with whom they share more common followees, common followers or common mutual followers after accounting for other measures. Additionally, the effect of common followers and common mutual followers is positive when the content is novel but decreases, and may even become negative, when many others in the network have already adopted it.